When a promotional campaign is initiated, its main goal is to grab the attention of the audience, and leave a strong enough impression that the viewer will remember the ad well after they have watched it.
Funny commercials tend to linger on in the memories of audiences, and they are much more likely to be shared or talked about after being watched. A great example is Proctor and Gamble‘s Old Spice commercial, from a couple of years ago,
Adverts which are funny and engage viewers have a longer shelf life, and tend to be recalled easier and more often than those which are of a more serious genre. Even companies which would be expected to produce serious commercials are choosing to go the humorous route. Australian insurance company AAMI is one of these companies; launching a series of extremely popular TV ad spots, which have viewers humming the jingle after the commercial has aired.
As of late, property portals around the world have been churning out their own clever campaigns which have been generating a lot of buzz online and causing for animated chit chat around office water coolers. Some great examples are:
People in general, enjoy sharing humour with their friends and coworkers, more so than something sad or extremely serious; they are unlikely to exclaim “Hey! Look at this really sad commercial.” But, they will forward or recommend a video/soundbite/article which will provoke a chuckle.
Humour is not the win-all for a successful campaign, of course, the company name needs to somehow take residence in the memory banks of the viewers, so that they can tap into it later, when they are thinking of finding a new home to buy, or an apartment to lease, so the advert needs to be executed well, with all the key elements necessary to capture the viewer and communicate the company’s message. However, especially due to the challenging economic times we are currently living in, audiences would rather see/hear something which will provoke laughter than concern. What is it they say? “Laughter is the best medicine.”